Are you tough enough to wear pink?
Tough Enough to Wear Pink provides a nationally-recognized campaign and framework for rodeos and western events to help them promote breast cancer awareness and fundraising to benefit their local communities.
Tough Enough to Wear Pink was created by Purple Cowboy founder, entrepreneur and breast cancer survivor Terry Wheatley in 2004 with Karl Stressman, former director of special events at Wrangler and commissioner of the Professional Rodeo Cowboy Association (PRCA). Wheatley’s goal is to bring the sport of professional rodeo and the western community together to rally against breast cancer. 100% of the profits from the sales of Purple Cowboy wines are donated to Tough Enough to Wear Pink.
Since its inception in 2004, TETWP has empowered rodeos and western events in the U.S. and Canada to focus attention on the need for a cure. To date, the campaign has raised over $41 million dollars for breast cancer charities, much of which stays right in the community. The grassroots movement has inspired other sports communities to mount their own TETWP campaigns, spreading a message of hope and support that reaches beyond the rodeo arena to competitors, families and fans across America.
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The campaign is now in its eighteenth year and continues to grow.
A notable example of the grassroots efforts is the #1 PRCA rodeo fundraiser, Cattlemen’s Days Rodeo in Gunnison, Colo. A long-time Top Five TETWP fundraiser, the Gunnison western community has raised more than $7 million, since 2005, to support the fight against breast cancer in their hometown.
Additional partner support comes from Purple Cowboy Wines, Montana Silversmiths, Twisted X Boots, the PRCA, Las Vegas Events, Cinch and many others in the western industry.
A percentage of profits from TETWP endorsed products supports breast cancer charities. The national TETWP campaign “charity of choice” is Breast Cancer Research Foundation – www.bcrfcure.org.
Lacey Wheatley, Terry Wheatley’s daughter-in-law, is the National Director of TETWP and coordinates with rodeos and other non-rodeo organizations to create the pink-themed fundraisers.
